This initiative, described as “designing the exit,” is led by Xanthe Wells, Pinterest’s Vice President of Global Creative. The strategy is a response to shifting user behaviour, particularly among Generation Z, who are increasingly seeking to limit screen time and focus on wellbeing.
According to Pinterest, the platform ranks first among social media platforms for having a positive impact on users’ wellbeing in Australia. The company has launched a campaign that has garnered 60 million views, promoting the idea that the best online experiences inspire offline action. The campaign includes real-world activations, such as a phone-free experience at Coachella and a live wedding event in Sydney.
Wells explained the rationale behind the campaign, stating, “We’re seeing two forces rise at once: one generation trying to reclaim life away from the scroll, and the rest of the world fervently adopting AI across everyday life. But those trends aren’t opposites. They come from the same impulse: a desire to get back to what matters most – their lives offline.”
Pinterest reports that 78% of Australian users feel more positive after using the platform, which is 17 percentage points higher than the next closest platform. Additionally, 87% of Pinterest users believe their time on the platform is well spent, compared to 60% on other apps. The platform’s user base includes more than half of Gen Z globally.
The campaign’s brand anthem, “How did they do it?”, features old home movies and family photos, emphasizing a return to authentic, offline experiences. This strategy contrasts with other social media platforms that focus on maximising user engagement and screen time.
Wells further elaborated on Pinterest’s approach, saying, “Everything we’re putting out into the world, from the messaging in our latest brand campaign to our recent experiential activations, shares a common goal: to encourage people to create a life they love offline. We invite people to use Pinterest intentionally, whether they’re here for travel, fashion, beauty, or cooking ideas, to find a reason to put down their phones, go out into the world, and live more fully. Because we believe the measure of our success isn’t how long people stay, but what they do after they’ve been inspired.”
Pinterest’s initiative to “design the exit” marks a notable shift in the social media landscape, as it prioritises user wellbeing and offline engagement over prolonged screen time.
